A world of possibilities
LWX, a small, intelligent, and innovative business, is nestled in Northern California about 25 minutes from San Francisco.
LWX is an innovation business rooted in the design, development and sourcing of alcoholic beverages. Its heritage comes primarily from the wine industry, but they have such a vast global network of suppliers that if you want a bright orange Spritz product (you know what we’re talking about) in a can then these are the people who can deliver. They work with some of the biggest retailers in the world, and while you’ll never see their name front or back of pack, they are behind some of the most innovative products on shelf.
Our task with LWX was to reposition the business and give them a new visual framework that would position them for even greater competitive advantage. It’s important to note that this wasn’t a ‘fire sale’ project, LWX was at the top of its game when were engaged, and that always demonstrates to us that the management of this business knew exactly what they were doing in terms of keeping this brand top of mind for the next 5-7 years.
We ran workshops with them in the USA, and what became apparent was that there wasn’t a lot they couldn’t do – from sourcing rare and fine wines through to developing never-seen-before innovation products. This was a challenge but the proposition to customers of ‘a world of possibilities’ resonated well with the entire business and their customers and was an accurate reflection of the business.
We took their existing identity and simply revised the typography to make it smoother, more organic and remove some of the ‘clutter’ from the previous word mark. We then set about giving them a new visual framework that allows them to flex between the sometimes ‘stuffy’ world of wine through to mass produced canned or bottled drink innovation that never looks particularly enticing or attractive. The end result is a genuinely flexible system that allows them to be respectful when talking to a supplier like a historic French vineyard steeped in tradition or to be cutting edge when talking to customers about next generation alcoholic beverages.
What made this project so special were the people at LWX – they were generous with their time and input into the project, open minded and willing to see beyond what they knew. We love the work; they love the work and from what we have heard, customers love the new work too.
